DDB and KidsCan have partnered with our much loved Kiwi chefs to show the sad reality and true stories of families in poverty, and the hardships they face trying to feed their children.
Poverty continues to be a massive problem in our communities, and when it comes to families feeding their children, a little needs to go a long way.
Through a series of 45” spots, DDB New Zealand uses a handful of renowned Kiwi chefs including Nadia Lim, Peter Gordon, Allyson Gofton and Michael Van de Elzen, who in their own cooking-show-style prepare what at first seems to be a healthy signature meal.
The spots are beautifully created, with soft lighting and encouraging music. The personality of the chefs creates a scene that draws viewers in.
The upbeat energy of the tvc is familiar of classic cooking commercials, but comes to an abrupt holt as the meal in preparation is revealed, a somber dish based on true stories from Kiwi families and children living in hardship.
DDB executive creative director, Gary Steele says that the challenge was to create a call to action that resonated with all Kiwis.
“The message needed to be disruptive and raw, really hitting home that every day in New Zealand, children will go hungry unless we all work together to donate and generate change. We want the campaign to educate and unify the nation, we need to look out for one another.”
The campaign encourages Kiwis to donate, so that the association can help feed Kiwi kids, which co-founder of KidsCan Julie Chapman says all kids deserve.
“This campaign represents the growing number of parents struggling day-to-day trying to provide for their families. Through donations, KidsCan is currently feeding over 34,000 children but as we see more Kiwis losing work due to COVID-19, there has been an overwhelming increase in need. We can only make a difference in these children’s life with the support of kind Kiwis,” says Chapman.
CEO & Founder – Julie Chapman
GM Marketing & Commercial Projects – Rachel Morrison
Brand Manager – Leigh Jeffs
External Media Specialist – Sarah Stewart
Agency credits DDB:
Regional Chief Creative Officer Australia & New Zealand: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Directors: Christie Cooper & James Conner
Art Director: Grace Bader
Copywriter: Angella Dravid
Executive Producer: Judy Thompson
Senior Producer: Samantha Royal
Group Business Director: Annabel Rees
Senior Business Manager: Georgie Levitt
Business Coordinator: Margot Rudolph
Senior Planner: Thinza Mon
PR Account Director: Max Burt
Production Company: EXIT
Executive Producer: Decland Cahill
Director: Felicity Morgan-Rhind
DOP: Richard Harling
Post Production Company: DDB
Offline Editor: Simon Murtagh, DDB
Colourist: Pete Ritchie